annual report draft
DESCRIPTION
2010 ARZU STUDIO HOPE Annual ReportTRANSCRIPT
“Salaam aalaikum, shohna ba hohna”
A R Z U S T U D I O H O P E A N N U A L R E P O R T 2 0 1 0
T A b L E O f c O N T E N T s
pg. 4-5 Core Programs
pg. 6-7 Sustainable Community Programs
pg. 8-9 Expeditionary Programs
pg. 10-11 Creative Design
pg. 12-13 Marketing & Communications
pg. 14-15 Rug Sales
pg. 16-17 2011 Highlight Initiatives
pg. 18-19 Peace Cord
PAGE 3
2010 has been a pivotal year for ARZU STUDIO
HOPE. Despite increased instability in Afghanistan
and a troubled economy in the West, ARZU
has persevered in its mission to address some
of the most pressing social ills in Afghanistan
while simultaneously proving out a model of
self-sustainability through the sale of a high-end
product in the U.S. and international market.
From a starting point of 30 weavers in 2004, ARZU
has since created over 1000 jobs and provided
direct social benefits to over 3,500 beneficiaries
in rural villages in Bamyan and Faryab Provinces
where little opportunity exists. The ripple effect
of ARZU’s work today impacts the lives of tens of
thousands of Afghans.
ARZU has become a learning laboratory
for expeditionary economics. In 2010 we
successfully piloted four new alternative livelihood
businesses for women to produce goods for
local consumption, including low-carbon fuel
briquettes, biosand water filters, dehydrated
foodstuffs, and a bakery. Our goal is to innovate
and validate replicable, turnkey protocols that
can be shared with and scaled by others. As
such, we are providing pro bono advise to the U.S
military, Task-Force Brinkley, and UNAMA and have
played an important role in the U.S. Embassy’s
greening initiative. We see sustainable community
development as the ultimate pathway to peace.
Marketed primarily in the U.S. under the brand
name ARZU STUDIO HOPE, our rugs have
garnered several international awards, including
Interior Design magazine’s “Best of 2009” in
the rug category, Editor’s Choice and Special
Innovation at NeoCon 2009. The commercial
design community has begun to commission
custom contract rugs for the offices of socially
responsible corporations. This year sales are up
29% from last year, despite a challenged economy.
ARZU STUDIO has been seen in over 240 media
CONNIE K. DUCKWORTH
A LETTER FROM OUR FOUNDER & CEO
PAGE 4
ARZU STUDIO HOPE AFGHANISTAN CORE PROGRAMS
PAGE 5
“In 2010, $60,000 was paid directly to 720 Afghan women weavers for the production of beautiful, hand woven artisan rugs.”
EDUCATION
Key to the ARZU weaving project is the social
contract that requires all women and children
under the age of fifteen attend school. In
2010, ARZU provided literacy classes for 515
women and children across seven villages
and two provinces.
After a rigorous evaluation process, ARZU
was approved to teach fifth grade, the only
non-governmental school given this privilege
in the entire Bamyan province.
Afghanistan has one of the highest maternal
mortality rates in the world, so one of the key
focus areas of the ARZU social program is
maternal health.
“Since 2004, zero women under ARZU’s care have died during childbirth.”
In 2010, ARZU transported 250 women to
clinics for antenatal, birth, and postnatal care
and provided vaccinations for 300 infants
and toddlers.
With the generous support of the non-
profit, Beyond the 11th, ARZU has been
able to support the higher education of five
women interested in attending college. Our
most recent scholarship recipient, Siema,
has completed her second year of medical
school in Mazar-e-Sharif. The daughter of a
widow, Siema hopes that her education will
allow her to provide for her mother, brothers,
and sisters while assisting other Afghan
women and children to live healthy lives.
HEALTHCARE SCHOLARSHIPS
ARZU’s flagship rug-weaving project sets a
standard for no child labor, fair-labor wages,
and quality control. >
EXPEDITIONARY ECONOMICS
PAGE 6
ARZU STUDIO HOPE AFGHANISTAN SUSTAINABLE COMMUNITY DEVELOPMENT
Completed in December 2009, the Women’s
Community Center in Dragon Valley, Bamyan
has is a beautiful, multi-room complex where
women and girls are able to : Attend literary
classes; Share cups of tea and small treats
baked in the on-site bakery; Wash clothes in
warm water; and perhaps most importantly,
This facility, which has received both national and
international notice, was made possible through the
contributions of Beyond the 11th, the Sunshine Lady
Foundation, and an anonymous donor.
establish the solid foundation of friendship to support each other through the trying hardships of Afghan life.
WOMEN’S COMMUNITY CENTER
On a daily basis, 200-250 women pass through these doors to enjoy the amenities, read books in the library and attend classes.
PAGE 7
WOMEN’S COMMUNITY GARGEN
In May of 2010, ARZU piloted a Community
Garden and horticulture-training program in
Dragon Valley, Bamyan. Working the land in a
co-op fashion, women from the community
learned about soil cultivation, seed planting,
plot tending, and harvesting. Excess produce
was tested on the solar dehydrator as women
experimented with different techniques, times,
and best use of the machine.
48 women were employed as apprentices; over 600 pounds
of produce was harvested and distributed to families, and 300 bags
of dried fruit, herbs and produce were stored in the garden shed for
distribution and sale during the winter.
The community garden was made possible through contributions of the ABBOTT Foundation.
PAGE 8
ARZU STUDIO HOPE AFGHANISTAN EXPEDITIONARY ECONOMICS
BRIQUETTE PROGRAM
In partnership with Afghans4Tomorrow, ARZU has trained twelve
women apprentices in briquette production. Using “low-tech”
technology, the women press a mixture of recycled paper, sawdust,
and water to form the briquettes.
As of December 2010, apprentices at the ARZU Garden Center have created 70,800 briquettes. Briquettes are gathered into bags of 150 each for easy transport
and sold at the market as a substitute for scarce wood and
unhealthy alternatives.
BAKING PROGRAM
Under the tutelage of ARZU’s Director of Programs, apprentices learn
how to make various European-style products. Four apprentices from
various training sessions were selected to run the ARZU Bakery.
The baked goods are being sold to Bamyan-based NGOs, local
schools, and the regional government.
PAGE 9
WATER FILTER PROGRAM DEHYDRATION PROGRAMIn partnership with DACAAR, a Kabul-based NGO, ARZU trained twelve
women apprentices to make bio-sand water filter molds. In less than
two months, the women completed fifty molds and made kits for the
filters including a small sample of Dr. Bronner’s Soap - donated by the
company for the purpose of this program.
The filters are distributed to public facilities in Bamyan including schools, clinics and orphanages, as well as in the homes of the women apprentices.
ARZU has purchased a solar-powered dehydrator to preserve nutrient-
rich produce for the upcoming harsh winter. Women are trained as
they test various produce and fruits to determine the best use of
the dehydrator.
The dehydrated food will be stored in the ARZU Community Garden
storage room, where it will be doled-out during the wintertime to
supplement a meager diet of rice and naan.
PAGE 10
ARZU STUDIO HOPE U.S. OPERATIONS CREATIVE DESIGNThe Creative Department created two new rug collections to target both the contract and the high-end residential markets.
The first collection, geared towards the contract market, focuses on
simplified palettes and simple designs that range from modern to
geometric. All patterns allow for easy ordering and customization.
CONTRACT COLLECTION
PAGE 11
The high-end residential collection takes into account feedback from
various designers. High-end residential clients are looking for simplified
traditional patterns in neutral tones. Moroccan tiles, damask patterns, and
starry nights are some of the diverse motifs that inspired this collection.
HIGH-END RESIDENTIAL
PAGE 12
ARZU STUDIO HOPE U.S. OPERATIONS MARKETING & COMMUNICATIONS
2010 also marked the expansion of social media channels including the creation of
STIR blog by Founder and CEO Connie K. Duckworth.
T W I T T E R
F A C E B O O K
Y O U T U B E
V I M E O
In January 2010, ARZU STUDIO HOPE debuted a revitalized website, making a selection of rugs available for purchase online.
PAGE 13
Founder and CEO Connie K. Duckworth was selected as ONE OF EIGHT INTERNATIONALLY ACCLAIMED ENTREPRENEURS
to highlight in a web documentary premiering in November
2010 called “Changer Le Monde” (“Changing the World)
produced by CAPA-TV.
ARZU STUDIO HOPE appeared in over 60 placements in 2010.
PAGE 14
ARZU STUDIO HOPE U.S. OPERATIONS RUG SALES
COMMUNITY SALES
ARZU STUDIO HOPE teamed up with three Texas-based contract
dealers in 2010 to facilitate sales in the A&D market, a target market
for the organization. Additionally, ARZU STUDIO HOPE is aggressively
reaching out to potential corporate clients capitalizing on the shift
towards Corporate Social Responsibility.
PARTNERSHIPS
In 2010, new distribution partner Environment Furniture extended
ARZU STUDIO HOPE’s market reach into key Los Angeles and New
York City markets.
Expanding upon successful sales of an exclusive collection of Tribal
rugs through Pottery Barn’s website, ARZU STUDIO HOPE will now
begin producing exclusive designs for Pottery Barn in 2011.
COLLECTIONS
In the fall of 2010, ARZU launched the h.line rug collection, which is
available exclusively online. This line of “affordable luxury” features
chic modern designs with prices starting as low as $250.
PAGE 15
In 2010, ARZU STUDIO HOPE experienced
an overall sales increase of 11% from 2009.
Contract Sales increased 105%In-Country Sales increased 87%
PROGRAM
SG&A
HISTORIC SALES REVENUE
AFGHAN EMPLOYEES
PROGRAM EXPENSES
Staff - 44
Micro-Enterprise - 267
Weavers - 716
PAGE 16
ARZU STUDIO HOPE 2011 HIGHLIGHT INITIATIVES
In 2011, ARZU will expand its maternal services and outreach with the construction of a women-centered birthing center.The mission of this center is to provide safe, compassionate, and
supportive births to Afghan women. Skilled midwives will staff the
center and trained medical professionals from Bamyan Regional
Hospital will be on hand in-case of emergency.
In-line with ARZU’s shift towards expeditionary economics, we plan to build a rug finishing center and learning laboratory in Shashpul, Bamyan. This will be a small “test center” for the greater
commercial industry in Afghanistan and which will support low-tech,
sustainable solutions for all stages of rug production and expanded
employment opportunities for the local villagers.
SOCIAL PROGRAMS
PAGE 17
ARZU STUDIO HOPE has partnered with four internationally acclaimed architects who have each donated rug designs for an exclusive collection to be launched in the second half of 2011. This collection will be introduced in a museum exhibit in early
2012 and will be available to our clients by custom-order only.
ARZU STUDIO HOPE celebrates and honors the traditional artisanship of Afghan weavers with the debut of the Turkmen Collection in 2011. The intricate designs of these rugs derive
mainly from various Turkmen tribes, such as the Yomut, Ersari, Saryk,
Salor, and Tekke. Various vegetable and other natural dyes are used
to produce the rich colors. This ARZU STUDIO HOPE collection
showcases many traditional tribal patterns, including the most typical
motif— the octagonal elephant’s foot known as Bukhara. U.S. OPERATIONS
“ARZU STUDIO HOPE celebrates and honors the traditional artisanship of Afghan weavers”
PAGE 18
PAGE 19
Peace CordTM bracelets are hand woven by women in Afghanistan using parachute cord and authentic military uniform buttons. Peace Cord™ is a collaboration of ARZU STUDIO HOPE and Spirit of
America, an organization that supports troops overseas in delivering
humanitarian assistance to communities in need. As of December 2010,
approximately 150 women were employed under this initiative and more
hires expected in 2011 as demand and sales increase. Proceeds from
the sale of the Peace Cord™ bracelets supports ARZU STUDIO HOPE’s
efforts to help Afghan women lift their families out of poverty and
provides funds to our troops helping to rebuild the country.
visit www.peacecord.org for more information
PEACE CORD
Officially launched in December 2010, Peace Cord is ARZU STUDIO HOPE’s new “product with a purpose.”
b A c k c O v E R